Martin Pahl

Consultant

Alsfeld, Germany

Experience

Dec 2020 - Apr 2024
3 years 5 months

Consultant

AMS-Gruppe

  • Supported website relaunch (SEO, SEA)
  • Designed and managed all performance marketing measures
  • SEO (technical, content & active link building)
  • SEA (management and implementation of Google Ads and LinkedIn Ads campaigns)
  • Designed & managed content marketing, UX optimization, conversion maximization for B2B
  • Created landing pages (WordPress)
  • Set up and regularly analyzed Google Analytics
  • Set up tracking for all channels (performance marketing, email marketing, offline measures)
Feb 2018 - Dec 2022
4 years 11 months
Braunschweig, Germany

Product Digitization, SEO, SEA, SEM, Content and UX Optimization for Volkswagen Financial Services, Volkswagen, Audi, Skoda

Volkswagen Financial Services

  • Set up, managed and optimized cross-channel campaigns
  • Managed performance marketing budgets for the European market
  • Requirement management for product management and web development teams
  • Monitored all key KPIs for SEO, SEA, SEM
  • Web analytics tracking via Adobe Tag Manager
  • Optimized content, UX, performance, Google Ads ads
  • Independently built landing pages and content pages via Adobe Experience Cloud
  • Set up interactive website features with developers
  • Organized & conducted UX tests
  • Created web analytics dashboards in Adobe Analytics
  • Supported website relaunches of vw.de and skoda.de
  • Supported production of product explainer videos
  • Managed online marketing agencies
Sep 2016 - Sep 2017
1 year 1 month
Berlin, Germany

SEO for the portals

HRS - Hotel Reservation Service

  • Introduced Searchmetrics Business Suite (as beta tester of new Content Suite)
  • Monitored all key SEO KPIs
  • Created comprehensive and scalable keyword set for monitoring, reporting and testing relaunches
  • Produced weekly and monthly reports with analysis and action recommendations
  • Monitored, tracked and optimized all technical SEO factors, implementing necessary measures with developers
  • Planned, prepared and executed relaunch of hotel.de and hotel.info (international, 7 languages): platform switch, wrote developer guides, project support via Kanban and JIRA, domain switches, URL redirection management
  • Created concept to optimize internal linking structure
  • Developed content concept and strategy; wrote SEO briefs for copywriters
  • Independently created landing pages in the in-house CMS
Aug 2015 - Apr 2016
9 months
Plochingen, Germany

Social Media Consulting

Decathlon Sportspezialvertriebs GmbH

  • Created communication strategy for YouTube channel
  • Defined and implemented optimization measures for YouTube as video platform, search engine and social network
  • Planned and executed social media campaigns on YouTube in close coordination with Facebook, Twitter and Google Plus managers
  • Monthly reporting including regular meetings with in-house SEO, social media and marketing teams
Jul 2015 - Oct 2015
4 months
Hilden, Germany

Initial build of international SEO within the newly formed eCommerce department

Qiagen GmbH

  • Led website relaunch for all necessary SEO measures
  • Developed and implemented initial SEO concept
  • Set up a keyword database
  • Created content concept for technical content writers
  • Conducted SEO training for technical content writers
  • Identified all technical optimization potentials and implemented needed measures with programming team
  • Managed external service providers/agencies
  • Monitored and reported all relevant KPIs (Searchmetrics and Adobe Omniture suites)
  • Created landing pages in Adobe Omniture Suite
  • Reported regularly to department head
  • Project language English
Oct 2014 - Aug 2017
2 years 11 months
Risch-Rotkreuz, Switzerland

SEO for 6 country online shops of ARP Holding (arp.de; CH, DE, AT, FR, NL, BE)

ARP Holding

  • Planned, executed and controlled shop relaunch of all country shops for all relevant SEO tasks
  • Monthly reporting
  • Controlled all important SEO KPIs
  • Keyword and content optimization (design, advice, monitoring, execution)
  • On-page optimization (design, advice, monitoring)
  • Internal and external link management (analysis, design, monitoring)
  • Developed short-, mid-, long-term SEO strategies with detailed action plans for in-house technical SEO, marketing and tech teams
  • Additional tasks: developed content concept, domain redirection strategy for 7 country domains, HTTP to HTTPS migration plan, robots.txt concept, sitemap concept, mobile-friendly version concept
Sep 2014 - Aug 2017
3 years
Neckarsulm, Germany

SEO for 7 country online shops of Bechtle AG (shop.bechtle.de; DE, AT, CH, GB, ES, FR, IT)

Bechtle AG

  • Continuous analysis of key KPIs
  • Monthly reporting and weekly meetings with in-house technical SEO and marketing teams
  • On-page optimization (design, advice, monitoring)
  • Keyword and content optimization (design, advice, monitoring, execution)
  • Internal and external link management (analysis, design, monitoring)
  • Developed SEO strategy concepts for short-, mid- and long-term with detailed action plans for technical SEO, marketing and tech teams
  • Planned, executed and controlled shop relaunch of all country shops for all relevant SEO tasks
  • Additional tasks: developed content concept, domain redirection strategy for 7 country domains, HTTP to HTTPS migration plan, robots.txt concept, sitemap concept, mobile-friendly version concept
Aug 2014 - Aug 2017
3 years 1 month
Amsterdam, Netherlands

SEO Consulting

Buyitdirect

  • SEO KPI monitoring
  • Monthly reporting and meetings with in-house SEO leads
  • SEO training and knowledge transfer for in-house SEO leads
  • On-page optimization (design, advice, monitoring)
  • Keyword and content optimization (design, advice, monitoring, execution)
  • Internal and external link management (analysis, design, monitoring)
  • Developed short-, mid-, long-term SEO strategies with detailed action plans for technical SEO, marketing and tech teams
  • Additional tasks: HTTP to HTTPS migration plan, robots.txt concept, sitemap concept
  • Project language English
Mar 2012 - Oct 2013
1 year 8 months
Winterlingen, Germany

E-Commerce Consultant and Blog Marketing Specialist

VitaFOLIA

  • Web shop optimization, configured interface between web shop and in-house ERP, blog marketing
  • SEO, SEM and SEA:
  • Online marketing concept (web analytics, in-house workshops, positioning & strategy, measure planning and implementation, budgeting)
  • On-page optimization (meta structure, content structure, design, usability, etc.)
  • Off-page optimization including online PR, blog marketing link building, social media, social advertising & SEA (SEA budget <€1,000)
  • Improved organic Google ranking
  • Facebook marketing via fan page and ad campaigns
  • Web controlling via Google Analytics, Google Webmaster Tools and Sistrix Toolbox
  • Web development:
  • Programmed and designed the blog [link] on WordPress framework
  • Custom template following existing shop design [link]
  • Installed and maintained security features for anti-spam and anti-hacking
  • Technical optimization of web shop [link] on Magento (updates, maintenance)
  • Configured interface to in-house ERP
Jan 2011 - Mar 2013
1 year 3 months
Wiesbaden, Germany

Consultant for Communication Strategy, Online Marketing, and Web Development (white label via project agency)

BMW Autohaus Krah & Enders

  • White-label work via project agency for BMW Autohaus Krah & Enders locations: Fulda, Wiesbaden, Mainz, Mainz-Kastel, Maintal, Schlüchtern, Eschwege, Hünfeld, Bad Hersfeld
  • Developed communication strategy balancing brand (BMW), dealer (Krah & Enders) and local online marketing with sales and marketing teams
  • SEO and SEM:
  • Conducted one full-day and one half-day workshop with 20 participants from all locations
  • Online marketing concept (web analysis, positioning & strategy, planning, execution, budgeting)
  • Positioned sites [link] and [link] in Google top ten for keywords like "bmw fulda", "bmw wiesbaden" ahead of BMW corporate sites
  • On-page optimization (meta structure, content structure, design, usability, etc.)
  • Off-page optimization including online PR, link building
  • Web development:
  • Created 10 landing pages for Google ranking optimization using HTML5 and CSS3
  • Monitoring:
  • Online and offline market monitoring with tools like Talkwalker and Adobe Marketing Cloud
  • Web controlling via Google Analytics, Google Webmaster Tools and Sistrix Toolbox
Sep 2011 - Dec 2015
3 years 4 months
Munich, Germany

Content Marketing Online & Offline (Consulting, Implementation and Monitoring)

Acxiom Deutschland GmbH

  • Wrote press releases and newsletter texts
  • Managed press distribution lists
  • Provided content and strategic advice on positioning and execution of selected marketing campaigns
  • Wrote specialized technical texts on products and services
  • Social media & web monitoring via tools like Talkwalker and Adobe Marketing Cloud
Sep 2011 - Sep 2011
1 month
Alsfeld, Germany

Web Developer and E-Commerce Consultant

Finnsa GmbH

  • Website and web shop programming, configured interface between shop and in-house ERP, managed e-commerce portfolio with marketing and purchasing; complex customer group management via shop and ERP
  • Web development:
  • Programmed and designed company site [link] on Worldsoft CMS
  • Developed custom templates in HTML5 and CSS3
  • Programmed webshop [link] on xt-Commerce framework
  • Developed custom templates in HTML5 and CSS3
  • Configured interface to in-house ERP
  • Managed differentiated customer groups with tiered pricing after login
  • Shop support (updates, interface upkeep, plugin implementation/programming, training of company staff)
Jun 2011 - Jun 2014
3 years 1 month
Erding, Germany

Web Developer and Online Marketing Specialist

Huber Technik GmbH

  • Web development, SEO, SEM and SEA
  • Web development:
  • Programmed site on Worldsoft CMS
  • Developed custom template in HTML5 and CSS3
  • Responsive/fluid design for desktop, tablet and smartphone using media queries
  • Embedded full-responsive HTML5/CSS3 videos
  • Integrated Google Fonts
  • Bilingual (German and English)
  • SEO, SEM and SEA:
  • Online marketing concept (web analysis, multiple in-house workshops, positioning & strategy, measures, budgeting)
  • On-page optimization (meta structure, content structure, design, usability, etc.)
  • Off-page optimization including online PR, link building & SEA (SEA budget €1,000; Google Analytics; campaign setup and editing with AdWords Editor)
  • Web controlling via Google Analytics, Google Webmaster Tools and Sistrix Toolbox
Jan 2010 - Present
14 years 7 months
Germany

Member of internal developer group "LinkedInsiders"

LinkedIn Deutschland

  • Member of internal developer group "LinkedInsiders" at LinkedIn Germany
Jul 2009 - Present
16 years 1 month
Alsfeld, Germany

Owner and Managing Director, Consultant for Digital Transformation & Digital Revenue Growth

internet SELECT UG (haftungsbeschränkt)

  • Agency for digitalization, web development and communication
  • Current projects (1 day/week total):
  • Juweliere Kraemer:
  • SEO concept, technical, content, link building
  • Introduced professional SEO tool
  • Designed and implemented content marketing strategy
  • Managed UX optimization & conversion maximization B2C
  • Created landing pages (Shopware)
  • Supported shop relaunch from Shopware 5 to 6
  • justRelaxed:
  • SEO technical, content, link building
  • SEA: plan and execute all Google Ads campaigns
  • Social media marketing: plan all social campaigns (Meta & LinkedIn)
  • Email marketing (Klaviyo): plan all campaigns
  • Content marketing, UX optimization, conversion maximization B2C
  • Created landing pages (Shopify)
  • Set up and managed website & performance marketing tracking (Google Analytics & eTracker)
  • SAL de IBIZA:
  • SEO (technical, content & active link building)
  • Implemented SEO software platform for all SEO measures
  • SEA (plan and execute Google Ads campaigns)
  • Conversion maximization, digital revenue growth B2B and B2C
  • Created landing pages (PrestaShop)
  • Set up and managed website & email marketing tracking (Google Analytics)
  • Other projects:
  • Lin-Riehl Das Hochzeitshaus: website relaunch support (WordPress, SEO, SEA), SEO strategy, content marketing plan, UX optimization & conversion maximization B2C, landing pages (WordPress)
  • e-Roller: SEO, SEA, SEM, content marketing, UX optimization, conversion maximization B2C, affiliate; SEO campaign setup & optimization; planned & managed technical SEO relaunch (WordPress); advanced technical SEO development for entire platform; content strategy; UX optimization; introduced professional SEO tool; Google Analytics integration & analysis; ongoing SEA campaign setup & optimization
Jan 2009 - Present
16 years 7 months
Germany

Co-moderator of the XING Regional Forum Rhine-Main

Xing

  • Co-moderator of the XING Regional Forum Rhine-Main (second largest XING business group in Frankfurt area)
Aug 2003 - Dec 2009
5 years 5 months
Schwalmtal, Germany

Project Manager with Team Responsibility

Umweltdienste Bohn GmbH

  • IT requirements management including rollout of in-house data collection and management software:
  • Created requirements profile and aligned with department and management
  • Researched market and evaluated existing software, reported to department and management
  • Managed proposals and concepts with selected vendors, valued and facilitated decision process
  • Project led the rollout
  • Project management
  • Quality management (internal and external)
  • Managed 11 employees
  • Ensured external communication with clients and suppliers
  • Coordinated subcontractors and external service providers
  • Led internal communication
  • Assisted strategic management
  • Managed quantity and resource planning
  • Prepared cost calculations
  • Reported to executive management
Jul 2002 - Present
23 years 1 month

PR Manager (part-time)

Freelance

  • Public relations:
  • Traditional PR (concept, consulting, press releases, media contacts, etc.)
  • PR in Web 2.0 (custom solutions with modern techniques)
  • Film production:
  • Company presentations
  • Product films
  • Trade fair films
  • Web videos
  • Web management:
  • Internet presence (concept, consulting, implementation)
  • Content management systems
  • Community management

Former Press Spokesperson

Fachverband Forst

Former Leader

Youth Work

  • Led local groups
  • Organized and ran overseas trips
  • Organized and ran seminars
  • Editor-in-chief of national association magazine

Former Parent Council Member

Daycare Center

  • Led successful press campaign against daycare closure.

Former Staff Member

Landesbund für Vogelschutz

  • Public relations.
Alsfeld, Germany

Former Chair of Church Council

Roman Catholic Parish Alsfeld

  • The church council is a lay committee in German Catholic parishes advising on financial affairs including budgeting.
Germany

Former Press Spokesperson

Association “Schöner Ausblick e.V.”

  • The association advocates for a socially and environmentally responsible energy transition.

Languages

German
Native
English
Advanced

Education

TU München

Diplom-Forstwirt, focus on wood research · Munich, Germany

Certifications & licenses

Advanced Radio Seminar

Hanns-Seidel-Stiftung

Digital Marketing and Leadership Program

Google / AVADO

Basic TV Journalism Seminar

Hanns-Seidel-Stiftung

Basic Radio Seminar

Hanns-Seidel-Stiftung

Basic Newspaper Seminar

Hanns-Seidel-Stiftung

Press Spokesperson Seminar

Hanns-Seidel-Stiftung

W.I.N. Webmaster Certificate

Worldsoft

W.I.N. eBusiness Consultant Certificate

Worldsoft

W.I.N. eCommerce Consultant Certificate

Worldsoft

Public Relations Certificate

Akademie der Bayerischen Presse